A former M&A analyst walks through the twelve-minute pre-call ritual buyers run on every seller's website — the load, the About page, the Wayback Machine, the reviews, the deck congruence test — and the boring fixes that move the offer.
Your website and digital footprint are the one part of the business a buyer inspects alone, before any conversation — and they read it as evidence, not marketing. What each signal tells them, and a weekend self-audit.
Goodwill is 50–80% of most SMB purchase prices, yet owners spend their pre-sale energy on the 20% that barely moves. What actually feeds goodwill — and why brand work is goodwill manufacturing, not marketing.
How a client's stale digital presence sets a soft buyer anchor before the first call, a 20-minute pre-listing triage you can run on any engagement, and the honest case for referring the fix.
Founders who rebrand after getting an offer are too late. The brand has to be in the wild — on the site, in reviews, on the sales deck — before a buyer's diligence team starts reading. The math, and the timing.
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